EasyBank Secures US$370,000 To Expand Internationally

Tunisian fintech startup EasyBank has secured an investment amounting to TND1.2 million (US$370,000) to support its expansion plans across the Middle East, North Africa, and France.

The startup focuses on simplifying banking services, including easier access to loans and financial products, using artificial intelligence (AI) to offer tailored advisory services and improve processes based on user eligibility and loan access. 

In an interview with Inc. Arabia, founder and CEO Mohamed Khelifi, shared his vision for revolutionizing financial services and making banking more accessible to underserved communities in the Middle East, North Africa, and beyond.

"EasyBank was born from a banker’s frustration with the system—a system that made financial services slow, complex, and inaccessible to many," said Khelifi. "After spending 17 years working in traditional banking, I saw how people, especially underserved communities, struggled with long approval processes, confusing terms, and endless paperwork. Loans and other banking services were difficult to access." 

Determined to create a solution, Khelifi took a bold step by leaving the conventional banking sector and founding EasyBank in 2023 with his brother, a seasoned user experience (UX) researcher with experience at Microsoft, Google, and ServiceNow. Together, they built a smart, AI-driven platform to make banking fast, transparent, and accessible.

Since its inception, EasyBank has empowered thousands of users in Tunisia and is rapidly expanding its reach across the MENA region and the Arabic and African diaspora in Europe "offering instant, tailored financial solutions free from the constraints of traditional banking." 

EasyBank’s AI-driven technology plays a crucial role in simplifying and personalizing financial services. It also allows the fintech to serve a broader and more diverse customer base, with the aim of driving financial inclusion across different regions, Khelifi explained, noting that implementing such advanced solutions has not been without challenges.

"The most significant challenge we faced was building trust in AI-powered financial services. Many people are unfamiliar with AI-driven credit assessments and worry about fairness, transparency, human support, and security," Khelifi noted. To overcome these concerns, EasyBank adopted a human-centered approach. "We combine automation with human financial advisors to ensure users feel supported throughout their journey. AI enhances speed and accuracy, but customers always have access to expert guidance when needed," he said.

The company also prioritizes transparency in its decision-making process through explainable AI models and emphasizes financial education. "In just a few months, we have built a strong community of over 170,000 followers on social media, generating more than 10 million views and tens of thousands of reactions, reinforcing our commitment to financial literacy and accessibility." 

Looking ahead, Khelifi outlined EasyBank’s strategic plans for global expansion, telling us that the company is positioning itself as a key player in the MENA and French markets by offering market-specific solutions. In the MENA region, for example, EasyBank partners with large employers to provide direct loans to employees, with the aim of ensuring "a low-risk and seamless lending experience."  

EasyBank’s expansion into France has also received strong validation, Khelifi told us. In Europe, EasyBank focuses on serving expats, providing cross-border mortgage solutions for the diaspora investing in MENA and Africa, and offering financial education initiatives to help customers navigate loans and investments. "Our model has been welcomed by La French Tech, we have been selected for the Sustainable Finance Program by the Innovation and Economic Development Agency of the Paris Metropolitan Area, further validating our commitment to driving financial inclusion through innovative, responsible solutions," Khelifi added.

Pictured on image: The EasyBank team. Image courtesy EasyBank.